This isn’t the first time we’ve talked about industry associations here at Mentorloop. In addition to our post about the top three reasons your industry association needs a mentoring program, we’ve also shared what association mentoring programs look like and how they can turn your association into a support network. However, another issue that’s constantly on the minds of engagement or membership managers in any industry association is increasing membership.
In this article, we’ll talk about how you can boost your association’s membership overall.
Reaching New Members
Increasing association membership requires that you reach new people. It’s essential to have a clear plan in place for reaching out to potential new members. Start by identifying your target audience. Who are the individuals that would benefit the most from joining your association? Once you have a clear picture, tailor your marketing efforts to appeal to their specific needs and interests.
For example, if your association focuses on healthcare professionals, consider partnering with medical schools and hospitals to provide educational resources and networking opportunities. This collaboration can include organizing workshops and seminars on the latest advancements in medical technology or hosting career fairs where aspiring healthcare professionals can connect with potential employers.
Additionally, you can leverage the power of social media platforms to reach a broader audience. Create informative and engaging content that addresses the challenges and trends in the healthcare industry. Share insightful articles written by industry experts, create engaging videos that showcase the success stories of association members, and design captivating graphics that visually represent the benefits of joining your association.
Furthermore, consider hosting webinars or virtual conferences that provide valuable knowledge and insights to your target audience. Invite renowned speakers and thought leaders in the field to share their expertise and engage with participants through interactive Q&A sessions. This not only positions your association as a valuable resource but also creates a sense of community among potential new members.
Keep Existing Members Happy
If your current association members aren’t happy, how do you expect to attract new ones? Any membership boost effort starts with first focusing on the members you already have.
Therefore, find out the things your association is offering that your current members like those they don’t care for, and what’s missing overall. Providing more initiatives or events your members care for, axing those they don’t, and offering new programming they want to see will help keep them happy.
To learn more about how mentoring can help you engage your members year-round, download our free webinar kit: Engaging Industry Association Members Through Mentoring. Join our Head of Sales for EMEA, Jess Benham, as she covers how industry associations can use mentoring to address member engagement and retention issues as well as the cost that comes with both.
PLUS: The kit also includes some resources picked by Jess to help you start building your best mentoring program yet.
Watch the preview:
Leverage Technology to Make Signups Easy
You don’t want your onboarding process to be an obstacle that keeps people from joining your association, so do all you can to make it easy and straightforward. In this digital age, convenience is key. Make it effortless for potential members to join your association. Create a user-friendly website that showcases the benefits of membership, provides an easy signup process, and offers a seamless online payment gateway.
You can implement a chatbot or a live chat feature to address any queries or concerns potential members may have during the signup process. Simplify the registration form, asking for only essential information initially, and then provide options to complete a more detailed profile later.
By making signups a breeze, you remove any barriers that may deter potential members from joining. Remember, every click, and every second counts when it comes to creating a positive user experience. Consider using software specifically made to manage memberships. These platforms have been made to help you manage your membership association and have features that will help you simplify the joining process for you and for new members.
Furthermore, personalization plays a crucial role in making signups easy. Tailor the signup process based on the interests and preferences of potential members. For example, if your association offers different membership tiers or special interest groups, provide options for users to choose from during the signup process. This allows them to feel more connected to the association right from the start.
Lastly, don’t forget to optimize your website for mobile devices. With more and more people accessing the internet through their smartphones and tablets, it is essential to ensure that your signup process is mobile-friendly. This includes responsive design, easy navigation, and streamlined forms that are easy to fill out on smaller screens.
Establish a Membership Referral Program
Did you know that word-of-mouth recommendations are one of the most effective ways to attract new members? People trust the opinions and experiences of those they know. By implementing a membership referral program, you can tap into this powerful marketing strategy.
Encourage your existing members to refer their colleagues, friends, and acquaintances to join your association. Offer incentives such as discounted membership fees, exclusive access to resources, or even special recognition for those who successfully refer new members.
Not only does this help you attract new members, but it also strengthens the sense of community within your association. When individuals are referred by someone they trust, they are more likely to actively engage and participate.
Imagine the impact of having a thriving community of members who are not only passionate about your association but also actively spreading the word about the benefits of joining. A membership referral program can be a game-changer for your organization.
Consider hosting referral contests or challenges to further incentivize your members. For example, you could offer a prize to the member who refers the most new members within a specific time frame. This creates a friendly competition and encourages members to actively promote your association.
Additionally, don’t forget to recognize and reward your members for their efforts. A simple thank you note or public acknowledgment can go a long way in showing appreciation for their support. Consider hosting an annual event or ceremony where you publicly recognize the top referrers and celebrate their contributions.
As you’re increasing association membership through referrals, you’ll notice an increase in diversity and new perspectives within your association. This can lead to a richer and more vibrant community, as individuals from different backgrounds and industries come together to share their knowledge and experiences.
Furthermore, a membership referral program can help you expand your reach beyond your immediate network. When your members refer others, they are essentially acting as ambassadors for your association, spreading the word to their own networks and connections. This ripple effect can significantly increase your visibility and attract individuals who may not have otherwise discovered your organization.
Automate Your Renewal Process
When it comes to renewing memberships, make it just as easy as onboarding. Don’t make your loyal members jump through any additional hoops in order to keep their membership active.
Automating the renewal process saves time and effort for both your association and your members. Instead of manually sending reminders and collecting payments, you can set up automated systems that handle these tasks for you. This frees up valuable resources that can be better utilized in other areas of your association.
When it comes to sending reminders, personalization is key. By using automated systems, you can easily send personalized reminders to each member well in advance of their renewal date. These reminders can include details specific to each member, such as their membership status, preferences, and engagement levels. This level of personalization shows your members that you value their continued affiliation and are committed to meeting their individual needs.
Secure online payment options are another essential aspect of automating the renewal process. In today’s digital age, most people prefer to make payments online. By offering secure online payment options, you provide convenience and peace of mind to your members. Ensure that your online payment system is reliable and user-friendly, making it easy for members to complete their renewal transactions.
Furthermore, consider providing exclusive benefits to renewing members. This can be in the form of early access to event registrations or discounted rates for professional development courses. By offering these exclusive benefits, you incentivize your members to renew their membership. It also demonstrates that you value their continued support and are committed to providing them with valuable opportunities.
Technology solutions, such as membership management software, can greatly assist in automating the renewal process. These software tools allow you to keep track of membership status, preferences, and engagement levels. With this information at your fingertips, you can personalize your interactions with each member and tailor your offerings to meet their specific needs. This level of customization enhances member satisfaction, therefore increasing the likelihood of membership renewal for your association.
Benefits that Attract New Members
While implementing the strategies mentioned above, it’s crucial to emphasize the benefits of membership that will attract new members. Let’s explore some of these benefits:
Events
Organize and promote engaging events that offer valuable networking opportunities, educational workshops, and thought-provoking keynote speakers. Showcasing a lineup of industry experts and providing a platform for members to connect and learn from one another will undoubtedly pique the interest of potential new members. Members-only conferences where they can broaden their professional network, gain insights from industry leaders, and participate in collaborative discussions will be an attractive offering.
By highlighting the value of your association’s events, you’ll be able to attract members who are eager to enhance their professional skills and expand their horizons.
Formal Learning Opportunities
Continuing education is crucial for professional growth. Offer formal learning opportunities such as webinars, online courses, or certification programs exclusively available to your association’s members. Highlight the credibility and industry recognition that come with these educational offerings.
By providing access to quality education and fostering a culture of ongoing learning, you position your association as a valuable resource not only for knowledge growth but also for career advancement. Highlight the transformative impact that ongoing learning opportunities can have in the professional lives of your members.
Networking and Mentoring
Networking is an invaluable aspect of professional development. Foster a supportive community where members can connect, share ideas, and collaborate. Emphasize the power of networking in building meaningful relationships and expanding professional opportunities.
A great way to do this is to offer mentoring programs where experienced members can guide and support those who are early in their careers. Mentoring provides an opportunity for knowledge transfer, career guidance, and personal growth – all attractive things to potential members. By promoting the benefits of mentoring, you highlight the unique value your association offers in terms of building long-term relationships and career development.
And it doesn’t end there. With a mentoring program like those enabled by Mentorloop, your association can connect your valuable members into highly beneficial mentorships at scale, providing a consistent and reliable outlet for sharing and leveraging their extraordinary array of talent and domain expertise.
Increasing membership for your member association requires deliberate and purposeful strategies. By reaching new members through tailored marketing efforts, establishing referral programs, leveraging technology, automating the renewal process, and emphasizing the benefits of membership, you will be well on your way to growing your association and creating a thriving professional community.
Ready to elevate your member association’s mentoring program to new heights? Discover how Mentorloop can streamline your efforts and enhance your success. Our platform is designed to support HR and L&D Leaders, Functional Leaders, Community Managers, and Leaders of Professional Development within Member and Industry Associations. We’re also proud to support Charities and Nonprofits through our Community Support Program. Don’t miss the opportunity to see Mentorloop in action and learn how it can benefit your organization. Book a Demo today and take the first step towards running your best mentoring program yet.
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